Since a long time, companies have tried to involve the consumer in the production of service. These approaches are developing fastly and advocate for a new vision of consumers, not as passive receptacles for offerings but as true market partners. Participation is a relatively recent area of...

Since a long time, companies have tried to involve the consumer in the production of service. These approaches are highly increasing and advocate a new view of consumers, not as passive receptacles for offerings but as true market partners. This participation is a relatively recent area of...

Consumer participation in the different steps of products or services' production process is developing following many directions, from the most ordinary to the most creative ones. In this context, the present paper tries to clarify the definition of consumer participation and proposes a...